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Cellphone Shop Marketing Plan

 

Table of contents

EXECUTIVE SUMMARY 1
1 OVERVIEW OF THE COMPANY 2
1.1 INTRODUCTION 2
1.2 THE MISSION STATEMENT 2
1.3 MARKETING GOALS AND OBJECTIVES 2
1.4 CURRENT SITUATION 3
1.5 KEY SUCCESS FACTORS 4
1.6 MACRO ENVIRONMENT 4
2 MARKET DEFINITION 8
2.1 COMPETITORS 8
2.2 SIZE 9
2.3 GROWTH 10
2.4 PROFITABILITY 11
2.5 DISTRIBUTION AND MARKETING COMMUNICATION PRACTICES IN THE INDUSTRY 12
2.6 MARKETING COMMUNICATION 13
2.7 TRENDS IN THE INDUSTRY 13
2.8 COMPETITOR ANALYSIS 14
3 CELL POWER SWOT ANALYSIS 15
4 MARKETING STRATEGY 17
4.1 SEGMENTATION 17
4.2 TARGET MARKET 19
4.3 TARGET MARKET CHARACTERISTICS 20
4.4 POSITIONING 20
4.5 MARKET RESEARCH 21
5 MARKETING MIX 23
5.1 PRODUCT 23
5.2 DISTRIBUTION / PLACE 24
5.3 MARKETING COMMUNICATIONS STRATEGY 25
6 FORECASTS AND BUDGETS 27
7 IMPLEMENTATION AND CONTROL 31
7.1 CONTROL 31
7.2 IMPLEMENTATION 32
7.3 CONTINGENCY PLANNING 32
7.4 BREAK-EVEN ANALYSIS 33

 

List of tables
TABLE 1 MOBILE TELEPHONE NUMBERS IN SOUTH AFRICA BY YEAR 11
TABLE 2 CELL POWER SWOT ANALYSIS 16
TABLE 3 SEGMENTATION PREPAID AND STARTER PACKS MARKET 17
TABLE 4 SEGMENTATION CONTRACT MARKET 18
TABLE 5 TARGET MARKET SEGMENTATION 19
TABLE 6 BUDGETED INCOME STATEMENT 28
TABLE 7 AREAS TO MONITOR PERFORMANCE 31
TABLE 8 IMPLEMENTATION MILESTONES 32

 

List of figures
FIGURE 1 CELL PHONE PENETRATION WITHIN SU-LSM 3
FIGURE 2 SAARF LSM - EASTERN CAPE 4
FIGURE 3 CPIX INFLATION BETWEEN 2000 AND 2008 5
FIGURE 4 POPULATION GROWTH IN SOUTH AFRICA BETWEEN 2000 AND 2008 6
FIGURE 5 LIFE EXPECTANCY AT BIRTH IN SOUTH AFRICA BETWEEN 2000 AND 2008 7
FIGURE 6 MOBILE TELEPHONE NUMBERS IN SOUTH AFRICA BY YEAR 11
FIGURE 7 SAARF LSM - EASTERN CAPE 19
FIGURE 8 PERCEPTUAL MAPPING WITH CUSTOMER SERVICE AND PRICE ATTRIBUTES 21
FIGURE 9 PRICING STRATEGIES 24
FIGURE 10 SALES FORECAST FOR THE FIRST TWELVE MONTHS 29
FIGURE 11 EXPENSE FORECAST FOR THE FIRST TWELVE MONTHS 30
FIGURE 12 BREAK EVEN ANALYSIS ON ACCUMULATED SALES 33...